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Brand Activism Scepticism

Dagan, Gal LU and van Zeijderveld, Jessica LU (2022) BUSN39 20221
Department of Business Administration
Abstract
The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. This study drew on socio-political activism theories, consumer culture theory and moral competency theory. Research has highlighted young Western consumers employ several constructs to arrive at a judgement of the moral competency of brands’ activism. Several new dimensions have emerged from the study, and the interactivity of them is speculated. Consequently, this dissertation extends the Brand Activism... (More)
The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. This study drew on socio-political activism theories, consumer culture theory and moral competency theory. Research has highlighted young Western consumers employ several constructs to arrive at a judgement of the moral competency of brands’ activism. Several new dimensions have emerged from the study, and the interactivity of them is speculated. Consequently, this dissertation extends the Brand Activism Theoretical Framework by Pimentel and Didonet (2021) to suppose a new component called Consumer Perceptions. (Less)
Please use this url to cite or link to this publication:
author
Dagan, Gal LU and van Zeijderveld, Jessica LU
supervisor
organization
alternative title
Consumer Validation of Brand Activism’s Moral Competency
course
BUSN39 20221
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Activism, Brand Management, Consumer Perception, Consumer Validation, Branding
language
English
id
9091718
date added to LUP
2022-06-28 09:53:25
date last changed
2022-06-28 09:53:25
@misc{9091718,
  abstract     = {{The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. This study drew on socio-political activism theories, consumer culture theory and moral competency theory. Research has highlighted young Western consumers employ several constructs to arrive at a judgement of the moral competency of brands’ activism. Several new dimensions have emerged from the study, and the interactivity of them is speculated. Consequently, this dissertation extends the Brand Activism Theoretical Framework by Pimentel and Didonet (2021) to suppose a new component called Consumer Perceptions.}},
  author       = {{Dagan, Gal and van Zeijderveld, Jessica}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Brand Activism Scepticism}},
  year         = {{2022}},
}